What does the toy factory direct sales center mean?

The toy factory direct sale center is located in Jingjiu (International) Toy City, the auxiliary building of Dongguan East Station, changping town, Dongguan, and changping town East Station (a national first-class port) in the economic corridor of Guangdong, Hong Kong and Macao. It enjoys the intersection of Beijing-Kowloon Line, Guangzhou-Shenzhen Line and Guangmei Line, and is integrated with the main building of East Railway Station, with a construction area of about 50,000 ㎡. The market layout is divided into four floors, with a total of 65,438 shopping malls. 1.800㎡ atrium leisure lobby, 10-meter wide indoor commercial pedestrian street, and a large parking lot with a roof that can accommodate more than 300 parking spaces at the same time.

The toy factory direct sales center (Beijing-Kowloon Toy City) advocates the concept of "big toys", mainly engaged in toys, gifts, ornaments, fine products, maternal and child products, handicrafts and so on. Among them, the types of toys operated include children's toys, adult toys, animation-derived toys, plush toys, wooden toys, educational toys, plastic toys, electronic and electric toys, toy accessories and so on. Among them, 80% merchants own their own manufacturers or directly cooperate with manufacturers, with annual sales of about 2 billion; It is the largest toy wholesale and trading center integrating wholesale and retail, online trade, warehousing and distribution in South China.

Toy Factory Direct Sales Center (Jingjiu Toy City) is a market unit that serves Dongguan toy enterprises and helps them transform and upgrade. The direct selling center of toy factory adopts advanced 1 (physical store marketing)+1 (e-commerce marketing) >; 2 (win-win in one store) mode helps toy enterprises successfully switch from export to domestic sales. Beijing-Kowloon (International) Toy City takes advantage of geographical advantages and market clusters to provide toy enterprises with two-year rent-free preferential policies, foster enterprises to build brands and open up markets, and vigorously pave the way for enterprises to sell domestically, so as to achieve the goal of successful transformation. China is the largest producer and exporter of toys in the world, with nearly 8,000 toy enterprises. 75% toy products in the global market are made in China. At present, the toy manufacturers in Dongguan, which account for more than half of the country, were initially invested by imported Hong Kong businessmen. As a production and raw and auxiliary material base of toy industry in Hong Kong, in recent years, Dongguan has an average of more than 500 new toy enterprises every year. Products are mainly OEM, and more than 60% are exported to foreign markets.

Guangdong Dongguan toy industry, which has close industrial cooperation with Hongkong, has more than 4,000 manufacturers, accounting for half of China's toy manufacturing industry and becoming the largest toy manufacturing base in the world. Guangdong accounts for 70% of the national toy output value. As the largest toy base in China, Guangdong has more than 4,500 toy manufacturers, with an annual output value of 35 billion yuan and an annual export of 465,438+billion US dollars.

Toy industry is one of the nine pillar industries in Dongguan. It plays a decisive role in Dongguan's economic recovery. With more and more export obstacles, the production and sales of toys in Dongguan have been in a downturn! How can we regain confidence in the future development of Dongguan toy industry and help toy manufacturers get out of the economic crisis? Jingjiu (International) Toy City actively responded to the call of Dongguan government, actively and quickly applied for the project of Dongguan Toy Factory Direct Sales Center, and built a trading platform for professional exhibition and trade docking for Dongguan Toy Factory to expand domestic sales, transform and upgrade. It can be said that the winter is warm and the sun is warm, and it rains in time!

Most toy factories in Dongguan are mainly OEM, without independent intellectual property rights. With the rapid development of the toy industry in Dongguan, this problem is becoming more and more obvious. It has gradually become a stone to curb the development of the industry. With the outbreak of the financial crisis, the last straw on the head of Dongguan toy enterprises was crushed. The collapse of toy giant Hejun Toy Factory has dealt a heavy blow to toy enterprises-OEM is by no means the way out for Dongguan Toy Factory.

After the labor pains, Dongguan toys calmly think in the downturn and actively seek their own problems. Qi Xin, Dongguan Municipal Government, Dongguan Economic and Trade Office, Dongguan Toy Association and other departments worked together to make the policy of factory direct sales center based on the reality of Dongguan. All units designated as "factory direct sales centers" will receive various subsidies below10 million yuan. It is used to support the transformation and upgrading of enterprises and enhance the resilience of enterprises in the cruel competition in the future.

Advantages of Beijing-Kowloon Toy City, toy factory direct sales center;

First of all, the weather

Affected by the financial crisis and the shrinking market economy in Europe and America, the sales performance of many small and medium-sized toy manufacturers has fallen sharply, and the capital turnover is difficult, so they are unable to develop new products or expand the mainland market. In addition, the domestic toy market has not yet formed an effective marketing model and industrial mechanism. Beijing-Kowloon (International) Toy City is "I care about what others don't care about, and I am already acting on what others care about!" Use your innovative thinking and action of "one step ahead" to achieve the goal of successfully linking Dongguan toy industry chain.

Second, geographical location.

Jingjiu (International) Toy City is located in Dongguan East Station, changping town. It is the key eastern logistics base of Dongguan and the fulcrum of the important town of "Trade Dongguan". Dongguan East Station is the intersection of Beijing-Kowloon, Guangzhou-Shenzhen and Guangzhou-Meishan. From here, it can go directly to Nanchang, Jiujiang, Fuyang, Beijing, Chengdu, Wuchang, Nanjing, Zhengzhou, Qingdao, Hefei, Hengyang, Changsha, Yueyang and Shantou, spanning nine provinces. Here, you can send your toys to all parts of the country in one stop.

Third, people and peace.

Beijing-Kowloon (International) Toy City has been keeping close contact with the industry since its establishment in 2003. From June 5, 2004 to 10, Beijing-Kowloon (International) Toy City successfully held the first Dongguan (International) Toy and Gift Expo with the strong support of Dongguan Economic and Trade Bureau and changping town Municipal People's Government. After nearly seven years of careful management, Jingjiu (International) Toy City has its own experience in toy marketing integration, which can closely focus on the development trend of the whole toy manufacturing industry in Dongguan and reach a tacit understanding with the government's transformation and upgrading policies.

With the continuous joining of new and old customers, Beijing-Kowloon (International) Toy City has formed its own influential toy business circle, which has a certain industry appeal! Considering things comprehensively and seriously, being United, enthusiastic, full of ideals and full of sense of responsibility is a true portrayal of all the staff of the factory direct selling dim sum project team in Beijing-Kowloon (International) Toy City. With such an elite team and innovative thinking, Beijing-Kowloon (International) Toy City has held half the success in its hands!

Domestic sales of toys have a foundation.

The industrial structure of Changping Town is that the traditional industry is mainly wool and toys, the pillar industry is electronic information, and the strategic industry is photoelectric industry. The output value of electronic information, photoelectric industry and wool industry is bigger than that of toys, but why should Dongguan set up a toy factory direct sales center in Changping?

Zhou Zizhen, deputy director of Changping Economic and Trade Office, dispelled doubts: "Beijing-Kowloon Toy City began to sell toys in China as early as 2004. Changping has a foundation and the strength of the toy industry is in a leading position. For example, Longchang Digital, a leading enterprise in the industry, is located in Changping, so the government chose to set up a toy factory direct sales center in Changping. "

Located in Dongguan East Station, Jingjiu Toy City is a four-story building with an area of 33,000 square meters, which can accommodate 1500 shops with a total investment of nearly 200 million yuan. It will build the largest toy factory direct sales center in China, mainly engaged in toys, gifts, fine products, handicrafts, maternal and child products, animation derivatives and other products.

In fact, the "childhood" of Beijing-Kowloon Toy City is quite tortuous. Toy city was initially positioned as a toy wholesale city. Due to the lack of domestic manufacturers, poor traffic and poor management in Dongguan East Station, business has been relatively dull. Later, electronics, computers and communication products were introduced, but the situation has not improved. Now, the government has proposed to build a toy factory direct sales center here. Can Gan Kun turn Gan Kun around?

Shu Huaqing, general manager of Jingjiu Toy City, is full of confidence. He said: "Beijing-Kowloon Toy City used to be a grassroots, but now it has the support of the government. More importantly, after the financial crisis, domestic sales have become the general trend, and the rise of toy city is a natural thing. "

Zhou Zizhen said that although the operation of Beijing-Kowloon Toy City was not satisfactory before, it invested a lot of advertisements and gained a certain popularity in the country, so the government chose it as a direct sales center.

Set up a domestic sales branch in the north

Confidence belongs to confidence, so how do the government and enterprises build this toy direct sales center?

Ren Zhuoxiao, a member of Changping Party Committee in charge of economic and trade work, said: "Building a toy direct selling center is one of the two articles to be written in Changping 20 10 economic and trade work. By building a direct sales center, we will promote the domestic sales of toy enterprises and promote the transformation and upgrading of traditional industries. "

Beijing-Kowloon Toy City Direct Sales Center was approved for construction, and Zhou Zizhen began to draft relevant work plans. He said: "We are drafting a plan. The town government has not approved it yet, but it can basically be decided. First of all, combined with the municipal financial support of no more than 5 million yuan per year, 50% of the matching funds will be implemented, that is, no more than 2.5 million yuan per year; Secondly, support Toy City to hold Dongguan Toy and Gift Expo; Thirdly, assist Beijing-Kowloon Toy City to establish three public service platforms, namely, toy inspection and testing, innovative design and talent training, to provide services for toy enterprises, apply for funding from relevant departments, and give certain matching funds; Finally, support the North Sales Plan, set up a sub-center in the name of Beijing-Kowloon Toy City, and the town government will consider funding. "

Shu Huaqing said that Yiwu's small commodities are well-known all over the country, and its model is "headquarters+trade fair+expansion in different places". Inspired by the Yiwu model, Beijing-Kowloon Toy City will not only run its headquarters well by exempting rent for two years, investing 2 million yuan every year for publicity and providing good public services, but also set up toy direct sales sub-centers in important regional cities across the country, and will also build three or five sub-centers this year; At the same time, the toy exhibition held in 2004 will be resumed to fill the gap in the Dongguan toy exhibition. In order to expand its influence, it can be held immediately after the Canton Fair. In addition, Beijing-Kowloon Toy City has developed an industry portal, China Toy Wholesale Network, to provide online stores for enterprises in Beijing, to make up for the shortage of physical stores and realize "1+1>; 2 "effect. As we all know, Dongguan is the "world factory", and behind the "world factory" is the rising consumption index.

In changping town, Dongguan, citizens learned a piece of good news. The toy direct selling center led by the Municipal Economic and Information Office and the Municipal Economic and Trade Bureau officially settled in Beijing-Kowloon International Toy City, with plush, children's wear, educational toys, electronic and electric toys, animation and other toy products.

"Although the toy factory direct sales center has not been opened for a long time, inexpensive toys are quickly favored by wholesalers and consumers.

Low price and high quality are the killer.

Unlike department stores, which are distinguished by clothing brand names, "toy factory direct sales centers" are distinguished by factory names. The whole center has the same style and simple display, and basically it is dominated by various shelves.

At the scene, I saw a young and fashionable boy, in a factory specializing in exporting plush toys, who bought eight Disney export commodities at the unit price in 30 yuan. According to the consumer, "I like Disney's toys very much, but it is difficult to see such a complete range of products in the market, so I bought them all." The most important thing is cheap. "

"All enterprises entering the factory must be brand products produced by the factory, and the principle is to sell them at ultra-low profit prices. Strict price management and clear price tag. "

"Low-profit price sales" is undoubtedly the most eye-catching competitive advantage of "Dongguan factory direct sales center". However, what makes this advantage?

According to reports, the "Dongguan Factory Direct Sales Center" was established under the background of the support of Dongguan Municipal Government, the organization of Dongguan Toy Association and the transfer of enterprises to domestic sales. Enterprises can enjoy a number of preferential policies, including free rent and only paying property management fees; On the other hand, the "factory direct sales center" allows factories to directly face consumers and provides a new channel for solving enterprise inventory.

"The direct sales center provides a platform for the factory to display and sell. We not only bring the inventory here for sale, but also bring our latest styles and samples here to listen to the opinions of consumers and accept bulk orders. " A person in charge of a manufacturing enterprise in Dongguan that specializes in exporting to Europe said that the reason for entering the "factory direct sales center" is that it has multiple functions, not just for profit.

In addition, from the words of the person in charge of the enterprise, it can be analyzed that the commodity composition of the "factory direct sales center" includes not only inventory and tail goods, but also new products in the season, which obviously ensures the fashion and stability of the goods in the whole direct sales center.

Replication of "Taobao Center"

Lin Qing admitted to the reporter that the first batch of manufacturers who entered the factory direct sales center were "testing water management" in a small scope. What they didn't expect was that it was strongly welcomed by consumers and wholesalers because of its good quality, cheap price and fast delivery.

According to industry insiders, the model of "factory direct sales center" is still innovative, that is, through the direct entry of manufacturers, combined with the shopping environment and perfect supporting facilities of merchants, learning from foreign factory warehouses and discount stores, thus reducing circulation links, reducing costs and benefiting consumers.

So, can this model be successfully "replicated" in other regions?

Strong industrial manufacturing capacity and government support for the industry are the basis of supporting the "factory direct sales center". Alleviate the "export-oriented development model of Dongguan Toys, which mainly undertakes bulk foreign trade orders." The adverse effects.

The reporter learned that Dongguan is the region with the largest number of toys in the world, and it was at the forefront of domestic counterparts as early as the 1990s. Today, enterprises are still mainly processing enterprises, and their products are mainly exported to Japan, Europe and America.

The "members" of the "toy factory direct sales center" are composed of a number of small and medium-sized foreign trade toy factories. Although these factories have a high processing level, they have no independent brands and mainly face the European and American markets. The birth of "Direct Selling Center" naturally became the window for Dongguan Foreign Trade Toy Factory to directly face domestic consumers.

On the surface, the birth of "factory direct sales center" seems to conform to the trend of industrial development in Dongguan. But imagine, if we add management, service and display to the advantages of price and quality, how can the development space of "factory direct sales center" be underestimated?

Therefore, from the perspective of commercial circulation, this new model has a "model" significance for developed manufacturing areas and can be used for reference for terminal sales. At the beginning of 20 10, relying on the construction of government toy professional demonstration market, the first toy enterprise cluster transformation and upgrading base in Dongguan was established, attracting more than 200 enterprises.

By the end of 20 10, the total number of toy enterprises had reached more than 500, and the physical business area exceeded 20,000 square meters.

By 20 1 1, the total number of toy enterprises has exceeded 1000, and the physical business area has exceeded 40,000 square meters. The largest toy "1+ 1" trading platform in South China was initially established.

By 20 13, Beijing-Kowloon (International) Toy City won the position of the largest toy wholesale and trading center in China.